SWOT ANALYSIS

Strength Caf Coffee Day started the caf concept in India and is the strongest caf coffee brand in India. Brand acceptance by youngsters. Caf Coffee Day makes the coffee that it serves. The caf outlets are situated at strategic locations keeping in mind the target customers i.e., the college goers and the middle and upper middle class crowd. The cleanliness and adherence to hygiene ambience and the bright dcor draws a lot of people to the outlets. Consumers readily accepting the transition from a conventional and out-dated coffee house to a more sophisticated and trendy coffee bars. No competition among the coffee chains as their main focus is the sustenance and growth of the coffee culture. Employees at the caf level are made to feel socially on par with the customers so as to enable them to communicate better with the customers.

Weakness The brand awareness is not as high as that for major food chain players on a global upfront such as McDonalds, Sub - way and KFC. The merchandise at Caf Coffee Day has not created waves as a unique brand in itself especially its range of T-shirts and caps.

Opportunities Caf Coffee Day has just ventured into the international market but with strategic planning it can expand its market base abroad even more. Expanding its range of products to more unique coffee blends.

Threats If the steep duty on imported coffee beans is relaxed then Starbucks, the global coffee conglomerate will march into India. Tea plantation corporate are in the act of re-introducing tea as a trendy, social health beverage to that of the coffee in the days to come. Example: Cha Bar